500 influencers get NMC licences under new rules
dubai — More than 500 licences have been issued to social media influencers, influencer agencies and online media companies in the UAE since new regulations were implemented in March. All paid influencers in the country were given till May 31 to obtain the Dh15,000 e-media licence issued by the National Media Council (NMC). The licence can be obtained only after getting a trade licence, which costs another Dh15,000.
A top official from the council said they have issued a circular to all government departments and private sector companies, asking them to work with only licensed influencers.
Dr Rashid Al Nuaimi, executive director of media affairs at the NMC, said there has been a “noticeable progress” in ensuring influencers are licensed. “Brands are already notifying the influencers that they will not work with them if they don’t have a licence,” the official told Khaleej Times.
He stressed that the regulations support the provision of balanced, responsible and impartial media content that “respects the privacy of individuals and protects society’s various segments from negative influences”.
dubai — More than 500 licences have been issued to social media influencers, influencer agencies, and online media companies since the new electronic media regulations were implemented in March, according to a top National Media Council (NMC) official.
Dr Rashid Al Nuaimi, executive director of media affairs at the NMC, said that the council has issued a circular to all government departments and companies in the private sector across the emirates, notifying them to work with only licensed influencers.
Earlier this year, under the new regulations, it became mandatory for all paid influencers to obtain an e-media licence from the council, as well as a trade licence if they are not under an agency. The e-media licence costs Dh15,000, which has to be renewed every year at the same price. The licence cost varies from emirate to emirate, though starting price remains the same. Those who operate without a licence will have to pay a minimum fine of Dh5,000.
Dr Nuaimi told Khaleej Times that there has been a “noticeable progress” in ensuring influencers are licensed.
“The Electronic Media Regulation will look into two things — People who have websites for news and those who sell music, books, movies and videos. The people in this category are registering very fast. Regarding the registration, we have three different categories. The first one is an individual influencer, the second is an agency that handles a group of influencers and the third a media company that have influencers tied up exclusively with them,” he said.
There is a steady progress in registration in all the three categories, he added. Dr Nuaimi said that the circular they have issued to government departments and to the private sector will help ensure that influencers get a licence.
“Any influencer who wants to be a professional, or wants to advertise well and earn a good income, will register with us,” he said. “Brands are already notifying the influencers that they will not work with them if they don’t have a licence.”
Dr Nuaimi added that the regulations will help create a balanced, impartial and reliable media content in the UAE.
“The electronic media regulations form an essential component of regulating the media sector, and have been enacted as a response to the rapid growth and spread of electronic media. The aim of the regulations is to enhance
Any influencer who wants to be a professional, or wants to advertise well and earn a good income, will register with us.”
Dr Rashid Al Nuaimi, NMC Executive Director of Media Affairs
competitiveness, increase reliability and support the provision of balanced, responsible and impartial media content that respects the privacy of individuals and protects society’s various segments from negative influences,” he said.
“The National Media Council requires licensing of individuals who conduct commercial activities through their social media accounts, such as advertisements done on a paid basis. Accounts, blogs and personal pages are not subject to these new regulations, including the accounts of influencers on social media, provided they are not commercial in nature. Individuals and organisations that voluntarily promote work are not affected by the electronic media regulations.”
sarwat@khaleejtimes.com